Mattel Expands Role Of Board Member And Global Toy Industry Veteran Soren T. Laursen To Executive Director
October 10, 2018

– Mr. Laursen held a variety of leadership roles at The LEGO Group for more than 25 years, including serving as President of LEGO Systems for over a decade, and was most recently CEO of TOP-TOY, the largest retailer of toys and children’s products in the Nordic region
– As Executive Director, Mr. Laursen brings global business and industry experience to accelerate key aspects of Mattel’s growth strategy in Europe
– Mr. Laursen will continue to serve as a member of Mattel’s Board of Directors
EL SEGUNDO, Calif., Oct. 10, 2018 /PRNewswire/ — Mattel, Inc. (NASDAQ: MAT) today announced that Soren T. Laursen has been appointed Executive Director, effective October 8, 2018. A veteran toy industry executive of over 25 years at The LEGO Group with extensive global business experience, Mr. Laursen will help accelerate key aspects of Mattel’s growth strategy in Europe, including business planning, product and market development, commercial execution, regional partnerships and retail collaborations.

“As we continue to execute our strategy to transform Mattel into an IP-driven, high-performing toy company, Soren’s expertise will help accelerate our momentum,” said Ynon Kreiz, Chairman and CEO of Mattel. “Soren’s knowledge of the commercial landscape in the toy industry is exceptional. I am confident he will make significant, lasting contributions as we position Mattel for growth and long-term shareholder value.”

“This is an exciting time at Mattel, as the company rapidly transforms itself into a high-performing toy company,” said Mr. Laursen. “I look forward to taking a more hands-on role and working with Ynon and the team to continue the transformation.”

Mr. Laursen brings significant global commercial toy experience to Mattel, with deep expertise in developing strong brand franchises supported by compelling media, digital and technology activations. He most recently served as CEO of TOP-TOY Holding, the largest retailer of toys and children’s products in the Nordic region, operating approximately 300 retail locations across Denmark, Finland, Iceland, Norway and Sweden, along with multiple stores in Germany. Prior to that, Mr. Laursen held a variety of senior leadership roles with The LEGO Group for more than 25 years. Mr. Laursen served as President of LEGO Systems, Inc., from 2004 to 2016 and held a variety of senior leadership roles overseeing various international markets, including Europe and Asia/Pacific. Mr. Laursen serves as an advisor to The Toy Association – the leading toy industry trade group – where he also served as a member of the association’s Board of Directors from 2004 to 2014, and as Chairman from 2012 to 2014.

While in this part-time role, Mr. Laursen will continue to serve as a member of Mattel’s Board of Directors. He will no longer serve as a member of the Mattel Board’s Governance and Social Responsibility Committee, to ensure its continuing independence.

Forward-Looking Statements
This press release contains a number of forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. The use of words such as “anticipates,” “expects,” “intends,” “plans,” “confident that” and “believes,” among others, generally identify forward-looking statements. These forward-looking statements are based on currently available operating, financial, economic and other information, and are subject to a number of significant risks and uncertainties. A variety of factors, many of which are beyond our control, could cause actual future results to differ materially from those projected in the forward-looking statements. Some of these factors are described in Mattel’s periodic filings with the Securities and Exchange Commission, including the “Risk Factors” section of Mattel’s Annual Report on Form 10-K for the fiscal year ended December 31, 2017, and Mattel’s Quarterly Reports on Form 10-Q for fiscal year 2018. Mattel does not update forward-looking statements and expressly disclaims any obligation to do so.

About Mattel
Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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